Perception Study

Just found it interesting, random thing to share. Anyone else stumbled upon an interesting perception study?

“In a series of experiments, we find that when information is presented before consuming an experiential product, the information results in an assimilation effect such that consumers evaluate the same experience more positively when the product information is favorable compared to when it is unfavorable. More interestingly, we demonstrate that when such information is presented after consuming an experiential product, it results in a contrast effect such that consumers evaluate the same experience more negatively when the product information is favorable compared to when it is unfavorable.”

Source: http://jcr.oxfordjournals.org/content/38/4/763